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Leo Kivijarv

Member since August 2004

Custom media research and consulting firm covering all media. Well known for the collaboration with Veronis Suhler Stevenson on their annual Communications Industry Forecast & Report

Articles by Leo All articles by Leo

  • Time Spent With Advertising Daily in Research Intelligencer on 04/02/2018

    Recently, "Research Intelligencer" approached PQ Media with the following question: How much of total consumer media usage is spent solely with advertising? This is a very complex question because often when advertising is the media content, people are not consciously interacting with the message as they would with entertainment and information content. For example, a viewer will focus on the plot of a favorite TV show, but once there is a commercial break, he or she might use a DVR to skip the ads, leave the room or start texting while the ad runs. Similarly, as this person reads the print edition of a newspaper, he or she concentrates on the article, although the peripheral vision notices the ad next to the article, but not necessarily the product being advertised. Thus, the term "exposure" becomes more relevant than "usage" in determining the time spent by consumers with advertising.

Comments by Leo All comments by Leo

  • Video Games Share Blame For Mass Shootings, Trump, Republicans Claim by P.J. Bednarski (Marketing Daily on 08/05/2019)

    Media has been blamed for increased violence in the US for almost a century, coinciding with the rise in popularity of comic books and movies in the 1920s. There have been hundreds of studies conducted since the 1950s which have led to numerous theories about whether media influences violent behavior, such as the imitation theory. But most social scientists agree that there is very little correlation between media violence being a direct factor to increased aggression. That said, the American Psychological Association stated about 40 years ago that media can be one of many factors that could lead a child to become more aggressive, if other variables were present like peer pressure and lack of parental supervision, among others. For example, when I conducted research back in the 1970s on violent media content, I found no correlation with media and increased aggressive tendencies when I compared behaviorally maladjusted teenagers with a control group. Rather, I discovered that juvenile delinquents were not heavy media users because they were out of the home causing mischief.

  • Zenith Media Report Shows Small Businesses Spend All Their Ad Budgets Online by Laurie Sullivan (Search Insider on 07/08/2019)

    Have a hard time believing headline and Zenith's research. In addition to radio, the backbone of yellow pages & local directories and newspapers are local small businesses, as well as regional magazines. Additionally, Zenith doesn't cover brand activation, like direct mail, public relations, coupons, and trade shows.

  • 2020 Political Ad Spend Could Hit $10 Billion, Digital Share Expected To Double by Wayne Friedman (Television News Daily on 06/19/2019)

    PQ Media, which has published political media buying data since 2004, has a preliminary estimate for political media buying to reach $8.33 billion in 2020, as discussed last week on a Radio Advertising Bureau blog. 

  • Mobile Internet Usage Reaches 800 Hours A Year by Larissa Faw (MAD on 06/10/2019)

    Larisse, My comments about apples-to-apples is based on my experience on developing media consumption data for almost 25 years, including SIX editions of the PQ Media Global Consumer Media Usage & Exposure Forecast Series that has been published since 2013, as well as media consumption data specific to the US market in the Veronis Suhler Stevenson (VSS) Communications Industry Forecast, which I served as editor from 1997 to 2012. Please look at the MediaPost archives for articles on media consumption from PQ Media and VSS. The stake has been in the ground for more than 20 years on digital media usage.

  • Mobile Internet Usage Reaches 800 Hours A Year by Larissa Faw (MAD on 06/10/2019)

    The problem with digital media usage data is that too much of digital consumption IS NOT MEDIA. If I'm buying a new book through Amazon, that is not media usage - that's e-commerce and was called "shopping" before there was digital media. If I'm texting and e-mailing friends and co-workers or looking at photos on Instagram, that's personal communications - what used to be called "writing letters," "making phone calls," and "talking one-on-one." Let's make sure we're doing an apples-to-apples comparison, which will show that TV is still king because it requires a minimum of 30 minutes to watch your favorite program. Also, a majority of online and mobile digital media consumption that isn't e-commerce or personal communications pertains to the digital extenstions of traditional media, like online video, listening to music, reading books, etc. Thus TV usage is actually up, not down when examining all forms of accessing video content. I suggest that mobile usage that isn't related to digital brand extentions, personal communications, and e-commerce is probably closer to 25 minutes a day, primarily search and miscellaneous sites like sports fantasy leagues. 

  • Why Martech Is Overtaking Ad Tech by Joe Mandese (RTBlog on 05/06/2019)

    Totally agree with Brian that marketing tech is growing, as PQ Media demostrated earlier this year when it released its Smart Technology Marketing Forecast.

  • Study: TV Marketers Have Receptive Audience In 50+ Demo by Wayne Friedman (Television News Daily on 04/23/2019)

    This research is not new. PQ Media prepared similar data for a major media conglemerate in 2015 when it was promoting Alpha Boomers to brands and agencies.

  • Nielsen Rejects Citizenship Question Before Supreme Court by Wayne Friedman (Television News Daily on 04/22/2019)

    I totally agree with you Tony, but this should be an all out effort by the media, entertainment & information ndustry that includes the trade associations for each platform (ex., TVB, VAB, IAB, RAB, MPA, OAAA, CAC, WOMMA, DMA, CMI, ERMA, MPAA, RIAA, AAP, SIIA, etc.). The largest media conglomerates and marketing agencies aslo have the lobbyist who can craft a freinds brief.   

  • Why The Wine Industry Should Target Hispanic Millennials by Parker Morse (Marketing Insider on 03/01/2019)

    Statistica doesn't do any original research so please don't quote them again in the future. The 949 million gallons and $62.2 billion in sales come from different sources. The 949 million gallons comes from the Wine Institute based on research from BW166 and Gomberg, Fredrikson & Associates estimates. The $62.2 billion in sales probably comes from Wine & Vine Magazine, who also source use BW166.

  • Pay TV Services: Cord-Cutting Data Isn't Cutting It by Wayne Friedman (TV Watch on 02/26/2019)

    The early adopters of cord-cutting have cut the cord, so the question becomes who will join the revolution and the answer is not as many as some have predicted. It's all about value and the cord cutters are finding that subscribing to multiple streaming services becomes almost as expensive as basic service through a Pay TV provider. If the Pay TV providers ever go to an alacart model, the streaming services might se a drop in subscribers (bundling always is a better value than multiple individual purchases) As to time spent with Pay TV, it is incoorect that usage is decelerating. It's actually acclerating when you combine all the screens in which cable programs can be viewed. If limited to linear TV, there has been a decline, but not as significant as some would think according to the PQ Media Consumer Media Usage & Exposure Forecast Series, in that older audiences have always made up the lion's share of viewers and they aren't cutting the cord  that much.

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